The opportunity to visit Lambeau Field isn't one that is readily available to all Packers fans, especially those who live overseas. To give Bavarian fans a taste of Green Bay, the Packers are bringing a unique retail experience to Munich in partnership with the Kansas City Chiefs.
Together, the two teams are joining forces to bring a pop-up retail experience to Munich ahead of the NFL's return to Germany in early November. Although neither team will play in Munich this season, the collaboration offers another way for the organizations to connect with their international fan bases.
For the Packers, the three-day shop represents an extension of the team's efforts to bring the Green Bay experience to fans around the world. Chrysta Jorgensen, Packers director of retail operations, who has been instrumental in bringing the retail activation to life, discussed the planning behind the collaboration, the merchandise fans can expect and the opportunity to connect with Packers fans abroad.
Q: The Packers aren't playing in Munich this year, but the organization is still making its presence felt during the NFL game week. What opportunity did the Packers see in creating a retail experience there?
CJ: The retail experience is part of the Packers' broader effort to grow our international fan base through the Global Markets Program. Germany is one of our partner countries and it's important that we demonstrate our commitment to our Bavarian fans. From a retail standpoint, we've seen encouraging growth in international online orders from Germany. That tells us that there's an audience there, and retail is one way we can continue to connect with those fans.
Q: Is this the first pop-up retail experience the Packers have put on?
CJ: It's the second. Last year, we tested the concept in Berlin, where we had select merchandise available for purchase at the Packers Huddle. The event went well and gave us the opportunity to learn what worked and what could be improved upon moving forward. With the NFL returning to Germany this year, we saw an opportunity to build on our previous experience and offer fans something more.
Q: How did the Munich pop-up shop come together? And why did partnering with the Chiefs make sense?
CJ: After our test run in Berlin, we immediately started thinking about what our next retail opportunity overseas might look like. We wanted to expand our retail experience both in size and scope, making it an event that could stand on its own and span several days.
So, we traveled to Munich back in May to find a location where we could create a dedicated shop separate from the Huddle. We found a great venue in a busy pedestrian area, but it was too large of a space for one team to operate on its own.
Q: I imagine this is where the Chiefs come in?
CJ: Correct. We connected with the Chiefs because we saw a chance to combine our strengths. The Chiefs have been active in Germany for a few more years than we have, while we have the advantage of operating retail in-house, including our own buying and distribution capabilities. By working together, we could bring both of our teams into one space and create a stronger, more robust experience for fans.
Q: What can fans expect to find when they walk into the shop?
CJ: We'll have a curated assortment of Packers merchandise – jerseys, apparel, accessories, ornaments – there's something for everyone. The selection will include items that fans already recognize and love from the Packers Pro Shop in Green Bay, alongside products chosen specifically for the Munich event.
Q: How did your team decide which products to bring to an international market like Germany?
CJ: We looked at what fans love at Lambeau Field and considered what might resonate within the European market. For Munich specifically, we sought feedback from German colleagues and friends to help us better understand what local fans might enjoy. That input helped shape an assortment that includes limited-edition Oktoberfest-themed merchandise, a nod to Bavaria and a special way to further connect the event to its location.
Q: What's involved in bringing a retail experience like this to life in another country?
CJ: This retail experience has been in the works for nearly a year, and there's so much that goes into the planning process. We've been sourcing products, coordinating international shipping, securing the retail space and collaborating with the Chiefs throughout it all.
The pop-up shop in Berlin taught us so much, and we're continuously learning as we go. As we navigate a retail market that's relatively new to us, there are many details to consider. Events like this require a lot of planning and coordination, particularly when it comes to logistics, but they give us the opportunity to better understand how we can serve our international fans. Every event offers more growth for future opportunities.
Q: It sounds like the retail experience and Packers Huddle events go hand-in-hand. How do they complement each other?
CJ: They do go hand-in-hand, absolutely. Together, both events offer fans a well-rounded experience, so they can get a real taste of Lambeau Field without having to travel to Green Bay.
Q: What does it mean to create these kinds of experiences for fans who may never have the opportunity to visit Green Bay or Lambeau Field?
CJ: We know that our international fans are incredibly passionate about the Packers, and we want to find ways to bring the experience of Green Bay to them. The retail shop, in conjunction with the Packers Huddle, gives fans in Munich an opportunity to experience different parts of what makes the Packers special, from the merchandise to traditions and connections that surround the team.
We want people visiting the Munich shop to feel welcome, whether they're lifelong fans, supporters of another team or are discovering the Packers for the first time. The intent is to introduce people to our organization, strengthen our relationship with preexisting fans and give our audience another way to connect with the team beyond the football field.
Above all, these experiences are about helping fans feel closer to the Packers, no matter how far they are from Green Bay.
Q: Looking beyond the event, what do you hope the Packers learn from this experience?
CJ: Every event gives us an opportunity to learn more about our fans and how we can continue to create experiences that feel special to them. What works in one market may look much different in another, so it's important we keep listening, learning and finding ways to make each experience unique. Our overarching goal is to continue growing our relationships with international fans. The retail experience is just one extension of that effort, and we're excited to continue building and sustaining these connections.
Fans can visit the Packers X Chiefs Pop-Up Official Team Shop at FancyRosi Studio in Munich from Thursday, Nov. 12 through Saturday, Nov. 14. The shop will operate from 10 a.m. to 3 p.m. Thursday and 10 a.m. to 6 p.m. Friday and Saturday.
The Packers Huddle in Munich will take place on Saturday, Nov. 14 from 5-9 p.m. at Nachtkantine. The event will bring fans together to experience the excitement and camaraderie of football season and to celebrate the Green Bay Packers. The Munich Huddle will feature special programming, prizes, live entertainment and the opportunity to meet and take photos with Packers legends, Randall Cobb and Scott Wells. Fans planning to attend the Huddle are asked to register via this link. https://event.nfl.com/gb/dach/munich-huddle/english/signup
